Social media is evolving. Are you adapting? Connect with a community of brand pros and content creators at Social Media Week, May 12–14 in NYC, to learn how to keep pace with new trends and technology. Register now to save 20% on your pass.
Hims & Hers didn’t hold back in its debut Super Bowl ad. In an effort to market weight-loss drugs that are “affordable,” “doctor-trusted,” and “formulated in the USA,” the telehealth company went straight for the gut of the American healthcare system.
In “Sick of the System,” created in-house, Childish Gambino’s “This is America” plays in the background as a narrator calls obesity America’s deadliest epidemic. Disturbing statistics related to obesity flip past, along with images of cereal, pie, and fast food.
“Something’s broken,” the narrator says. “It’s not our bodies; it’s the system. Welcome to weight loss in America, a $160 billion industry that feeds on our failure.”
It’s one of the more gravely serious ads we saw this year, and it quickly sparked controversy. On X, some users accused the brand of hypocrisy, given that it sells weight loss products made in the very country it lambasts. Others chastised Him & Hers for being “woke.” Others suggested they felt personally and unreasonably attacked for their weight.
ADWEEK asked advertising insiders to weigh in on the ad and share what works and doesn’t. Here’s what they said.
Ryan Paulson, chief creative officer, New York, Dentsu Creative:
I have no issue calling out a broken health care system (though the fact that they are also selling weight loss drugs muddies that message a bit). For me, the issue is more creative.
This ad really misread the moment of the Super Bowl. Provocative can be great, but not only was this execution a downer, it also seemed to lay some of the blame on us as consumers for contributing to the weight-loss industry. Or maybe I just felt guilty ‘cause I was eating my second chocolate chip cookie when it came on.
Then again, if the brand wanted to start some conversation around weight loss and our health care system, they may have accomplished their goal. I just think there was a more entertaining way to do it.”
Michelle Edelman, CEO & CSO at PETERMAYER:
I have mixed feelings about this ad. Kudos for Hims & Hers for making weight loss medications accessible to all. I agree that tackling weight loss is a watershed to reducing heart disease, diabetes, cancers, and the list of risk factors goes on. However, I do think the ad spends too much time system-bashing. Hims & Hers isn’t going to do anything about changing laws, regulations or the state of care – so in the end, its flag-waving isn’t that useful.
I feel like it’s two completely separate ads—one dissing the healthcare industry and government regulation, and the other, a sales pitch for H&H. Perhaps this was intended. I much preferred back half of the ad with confident patients getting a solution that is finally in their reach.